Download pdf - Camp Creative Webinar: The Hero's Journey and Your Brand

COPYRIGHT © 2014 CAMP CREATIVE

Don’t Sell Your

Story, Tell It

Presented by:

Brian Leonard

Creative Director, Camp Creative

@Brian_Leonard

[email protected]

Crafting Narratives, Defining Brands with “The Hero Journey”

https://twitter.com/Brian_Leonard

mailto:[email protected]


● Webinar LogisticsHousekeeping

Agenda & Housekeeping:

Agenda● Why does my brand need a story?

● The importance of stories

● What does brand mean?

● If you don’t control your story someone else will

● Storytelling technique and The Hero’s Journey

● Hero’s Journey Worksheet


Brian Leonard has had a long circuitous route before landing at

Camp Creative. He has worked on both sides of the camera, as

actor and director and was a stand-up comic for 12 years; the San

Jose Mercury once said that Brian “…is one of San Francisco’s

most intelligent and funniest comedians.” He has written for a

varied cast of characters, from Caspar Weinberger and Sam

Donaldson to Ellen DeGeneres and numerous CEOS and

executives. Brian wrote comedy for BBC Radio, was a story

consultant for Pixar and had an animated series, Silicon Valley,

optioned by Universal/MCA Television.

Brian’s current role as Creative Director allows him to combine his

love of story craft with visual storytelling.

Brian Leonard

Creative Director, Camp Creative

About the Presenter:


Humans need stories. Stories help us make

sense of the world and allow us to share

that understanding with others.


Stories are how we

communicate. They are

how we connect with one

another.


However, not every story or conversation is

worthy of our time.

Or attention.


If You Don’t tell Your Story Someone Else Will

Daisy for Peace

1964

http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy


If You Don’t tell Your Story Someone Else Will

Morning in America

1984

https://www.youtube.com/watch?v=EU-IBF8nwSY


“A product is something manufactured in

a factory. A brand is something bought

by a customer.”Stephen King

WWP Group, London


The Value of Brands

Happiness

Shared Experiences

Nostalgia


The Value of Brands

Experts

Innovative

Ethical

Tech Improving Lives

Sophisticated


Brand Narrative

Customer and Product—they’re tied/connected to

one another with Brand Identity

Brand

Identity


Brand Promise

Who are we?

What is unique about our brand?

What needs—both rational and

emotional— do we serve?


Brand Focus: Patagonia

Planet first.

Business second.


Narratives Touch the Entire Organization

Narrative

Strategy

Sales

Marketing

Product

Human

Resources

Sales• Approach clients from partner,

not vendor, perspective

• Create clear value propositions

for business decision-makers


Narrative

Strategy

Sales

Marketing

Product

Human

Resources


Marketing• Messaging across channels

ties into the brand narrative


Narrative

Strategy

Sales

Marketing

Product

Human

Resources

Product• Rename products to reflect

broader narrative

• Show product roadmap and

connection to business

strategy



Narrative

Strategy

Sales

Marketing

Product

Human

Resources

Human Resources• Redefine the company’s

vision statement

• Launch culture transformation

initiative



Narrative Framework

Setup Confrontation Resolution

Three Act Structure

Act I Act II Act III


The Hero’s Journey

Joseph Campbell



Ordinary World

Call to Adventure

Refusal of the Call

Meet the Mentor

Cross the Threshold

Tests, Allies

& Enemies

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir


Luke at Home

Call to Adventure

Refusal of the Call

Meet the Mentor

Cross the Threshold

Tests, Allies

& Enemies

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Refusal of the Call

Meet the Mentor

Cross the Threshold

Tests, Allies

& Enemies

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest

Meet the Mentor

Cross the Threshold

Tests, Allies

& Enemies

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest

Obi-wan Rescues Luke

from the Sand People

Cross the Threshold

Tests, Allies

& Enemies

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie

Tests, Allies

& Enemies

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie

Lightsaber Practice,

Han & Chewie, Stormtroopers,

Rescuing Leia from Death Star

Approach

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie




Luke and Allies Move

Toward the Death Star

Central Ordeal

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie






They Free

the Princess

The Reward

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie






They Free

the Princess

They have Death Star

Information

The Road Back

Resurrection

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie






They Free

the Princess


Information

Death Star has Moved

Closer to the Rebel Camp

Return with

the Elixir

Resurrection



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie






They Free

the Princess


Information



Luke Destroys the Death Star

by Sacrificing Part of His Old

Self (His Dependence

on Machines)

Return with

the Elixir



Luke at Home

Leia’s Message

Must Help with

the Harvest



Escaping Tatoonie






They Free

the Princess


Information



Luke Destroys the Death Star

by Sacrificing Part of His Old

Self (His Dependence

on Machines)

Rewarded



The Hero’s Journey: 4 Movies

Ste

pHero’s Journey

Framework

Star Wars Finding Nemo The Incredibles The Matrix

Central Hero Luke Skywalker Marlin (Nemo’s Dad) Mr. Incredible & Elastigirl Neo

1 Ordinary World Luke at home Nemo and Marlin at school on the reef Mr I. at work and at home with family Neo at his job / computer

2 Call to Adventure Leia’s message Nemo is captured by scuba divers Mirage convinces Mr I. to use his

powers again

“Follow the white rabbit”

3 Refusal of the Call Luke has to help with the harvest Marlin is afraid of the open sea Superhero’s had too many lawsuits

and stopped fighting crime

Doesn’t trust Trinity at first,

wants to leave the car

4 Meeting the Mentor Obi-wan rescues Luke from the

sand people

Meeting Dory / Meet the friendly sea

turtle

Get costumes from quirky designer Meets Morpheus / The

Oracle

5 Crossing the Threshold Escaping Tatooine Marlin leaves the reef and goes after

Nemo

Mr I. gets captured and Elastigirl

leaves to save him

Takes the red pill, wakes

up from the matrix

6 Tests, Allies, Enemies Lightsaber practice, Han &

Chewie, stormtroopers

Escaping shark feeding frenzy,

struggle with angler fish, turtle friends

Fighting on the villain’s island Training, learning Kung Fu,

Fights Agent Smith

7 Approach Luke and allies move towards the

Death Star

Swallowed by whale, Dory

communicates to him

Escaping the island Cypher betrays them,

Morpheus captured

8 Central Ordeal They free the Princess Marlin saves Dory from the Jellies Fighting robot attacking the city Rescue Morpheus

9 The Reward They have Death Star

information

Nemow is freed, Marlin and Nemo

reunite

City is saved Neo realizes his

superpowers

10 The Road Back Death Star has moved closer to

Rebel Camp

Marlin lets Nemo break away the net t 3 Months later, a normal life EMP pulse saves the ship

11 Resurrection Luke destroys the Death Star by

sacrificing part of his old self (his

dependence on machines)

Gang of fish from Dentist office escape New villains attack the city and they

can be superheros again

Trinity kisses Neo, he’s

brought back to life

12 Return with the Elixir Rewarded with medals at the end Marlin no longer overprotective of

Nemo

Children’s super powers develop Neo makes a call then

starts flying


The Hero Is Not Your Brand Its Your Customer

Narrative FrameworkNarrative Framework


The Hero’s Journey for Your Brand

Ordinary World

Central Ordeal

The Challenge

Refusal of the Challenge

Meet the Mentor

Cross the Threshold

Return to the

Ordinary World


Step Framework How to Fill in the Blanks

Hero Identify your hero. This is likely your customer or end-user.

1 Ordinary World What is your hero’s ordinary world? Everything looks normal but something is wrong. What does that look

like? Are they in an office, at home, or other?

2 Challenge What is your customer’s problem? What needs to be solved, fixed or changed in their lives?

3 Refusal Why wouldn’t your hero want to change? What’s stopping them from adopting your product / service today?

The Hero is skeptical or something stands in his way.

4 Mentor Clarify: are you, your company, or your product the mentor in the story? You understand where your hero

lives (problem state) and where they need to move to (solution state). This insight is what guides them.

5 Cross the

Threshold

What is your value proposition? What can you offer? This convinces the hero to Cross the Threshold.

6 Central Ordeal What is the Eureka moment? Does your hero save the day? Does she have an epiphany?

7 The Return What knowledge / power or insight does your hero bring back with them to their ordinary world?

The Hero’s Journey for Your Brand - Worksheet


The Hero’s Journey for Your Brand - Worksheet

Step Framework EXAMPLE: New “Ink Efficient” HP Printer & Ink Cartridges

Hero Customer Carl.

1 Ordinary World Carl works from home and uses his printer often.

2 Challenge HIs current printer is out of ink, but the cost of replacing ink cartridges is astronomical!

3 Refusal Carl already owns a printer, why would he buy a new one?

4 Mentor Carl is introduced to the new HP printer with ink efficient technology.

5 Cross the

Threshold

Carl goes to Staples and sees for himself.

6 Central Ordeal Carl buys the printer.

7 The Return Carl is back at home working, without a care in the world.


Now What?

What problem am I solving?

What insights did I gain?

Is my brand in alignment with this insight?

What story am I trying to tell?

If it’s not clear to you, it will not be clear to

your customers.


The Four Steps of the Creative Process

“Amateurs sit and wait for inspiration,

the rest of us just get up and go to

work.”

Stephen King

On Writing: A Memoir of the Craft

There IS a process.


Your Journey Today

Known

Unknown

Threshold Between Known and Unknown


Your Journey Today

Known

Unknown


Ordinary World


Your Journey Today

Known

Unknown


The Challenge

Ordinary World


Your Journey Today

Known

Unknown



Ordinary World

The Challenge


Your Journey Today

Known

Unknown


Meet the Mentor

Ordinary World

The Challenge



Your Journey Today

Known

Unknown

Threshold Between Known and Unknown Cross the Threshold

Ordinary World

The Challenge


Meet the Mentor


Your Journey Today

Known

Unknown


Central Ordeal

Ordinary World

The Challenge


Meet the Mentor

Cross the Threshold


Your Journey Today

Known

Unknown


Return to the

Ordinary World

Ordinary World

The Challenge


Meet the Mentor

Cross the Threshold

Central Ordeal


Recommended Reading

The Hero With a Thousand Faces

by Joseph Campbell

The Seven Basic Plots: Why We Tell Stories

by Christopher Booker

Creativity, Inc.: Overcoming the Unseen Forces That Stand

in the Way of True Inspiration

by Ed Catmull

Lead with a Story: A Guide to Crafting Business Narratives

That Captivate, Convince, and Inspire

by Paul Smith

TED Talks Storytelling: 23 Storytelling Techniques from the

Best TED Talks

by Akash Karia

The Fortune Cookie Principle : The 20 Keys to a Great

Brand Story and Why Your Business Needs One

by Bernadette Jiwa

StoryBranding: Creating Stand-out Brands Through the

Power of Story

by Jim Signorelli and Kendall Haven

Made to Stick

by Chip Heath and Dan Heath


THANK YOU.

Need help telling your story? Contact Us.

[email protected]

@Brian_Leonard

www.CampCreative.net

mailto:[email protected]

https://twitter.com/Brian_Leonard

http://www.CampCreative.net